[London, UK] [January 2022]— Standards and regulations with regards to consumer privacy and data are continually evolving and adapting to protect individuals. Keeping up with these trends is a necessity today – although it can be hard to maintain pace when Google is in constant flux. Recently, it’s been announced that third-party cookies will be discontinued by the end of 2023. But what does this mean for modern businesses and how can companies start to collect and use their first-party data to mitigate these changes?

Moving away from third-party cookies will necessitate a privacy-driven approach for businesses with regards to their PPC – an investment in first-party data is a strategy that will help companies adapt and thrive. Unlike third-party data, first-party data is unique to your business and is collected with direct consent from consumers, through responses to marketing initiatives such as loyalty programmes and email marketing. Forward-thinking companies will begin this shift toward first-party data now, thereby building direct relationships with their customers and boosting advertising performance.

Discussing the discontinuation of cookies, Lenka Stefanakova, Senior Account Strategist for PPC, says:

“The shift towards a cookie-less future is spinning wheels in the digital advertising industry. Third-party cookies, which currently allow advertisers to track users across the internet, are quickly becoming a thing of the past. Delivering the advertising messages to ideal customers is therefore becoming trickier. The future-proof solution is the collection of first-party data, where customers voluntarily share information with the company. This information is invaluable as it helps companies to create highly accurate customer profiles, understand who they are and create relationships with them. This information can then be used to create more attractive advertising campaigns and improve results.”

Lenka Stefanakova, Senior Account Strategist for PPC, The Brains

About The Brains:

The Brains is a leading digital marketing agency in London, focused on strategies that offer unbeatable ROI and long-term business success. The Brains offers content marketing, SEO, lead generation and first-class PPC services among others.

For more information please contact:

Jonathan Lemer, Director, The Brains
Email: [email protected]
Telephone: 0333 050 7328
Linkedin: https://www.linkedin.com/company/thebrainsmarketing
Website: https://thebrainsmarketing.co.uk/

Source: https://thenewsfront.com/expert-source-discusses-data-privacy-changes-and-what-they-mean-for-businesses/